Verb Products
verbproducts.com, 877.886.7080
SRP: $12
Verb Products are the creation of Michael Portman and
Jayson Rapaport, owners of the successful Birds Barbershop. Birds opened in 2006 as a trendy walk-in salon,
providing local art, arcade games and a free beer with
every haircut. Birds has been recognized in The New
York Times and The Wall Street Journal and is regularly
named one of the Top 100 salons in America by Elle
magazine. Portman and Rapaport began developing the
ORLY began its partnership with ULTA in 1990
with retail products, adding professional products in
2011. Colin Sillery, vice president of North American
sales for ORLY, says, "Working with ULTA allows us to
test and introduce new products such as our recently
launched at-home gel manicure system, smartGELS.
ULTA has been and continues to be a wonderful retail
partner to ORLY," he adds.
Verb line in 2010, wanting to cater to their salon clients
who were unwilling to pay some of the high prices
associated with beauty products.
The line includes a Hydrating Shampoo and Conditioner, Sculpting Clay, Styling Cream, Forming Fiber
and a Finishing Polish. Each product includes natural
elements such as sunflower seed extract for heat styling protection, bamboo and green tea for strengthening
and antioxidants and organic argan oil to seal frayed
and frizzy ends. All of Verb's products are water-based,
vitamin-enriched and contain natural UV protection.
Verb Products were introduced to ULTA stores in
March 2012 with great success so far. "ULTA Beauty
helped launch Verb into the stratosphere, putting us
in nearly 500 stores overnight," says Portman. "We
wouldn't have the coast-to-coast reach with consumers
if it [weren't] for ULTA," adds Rapaport, "[It has] been
a great supporter of ours since the beginning and sees
the same potential in Verb that we do." ■
Jody Ellis-Knapp is a freelance writer based in
Alaska. She has co-authored an Alaskan cookbook
titled What's Cooking Alaska?
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40 March 2013 | beautystorebusiness.com